基于IPA分析的瑞金“共和国摇篮”旅游区游客满意度研究

Analysis of Tourist Satisfaction in “the Cradle of the Republic of China ” Tourist Area Based on the IPA Theory

近年来,红色旅游日渐成为旅游研究热点,游客满意度日益受到关注和重视。本文以瑞金"共和国摇篮"旅游区为例,运用IPA(Importance-Performance Analysis)分析法,从旅游者的角度对瑞金"共和国摇篮"旅游区发展进行实证研究。结果表明:游客对旅游区历史文物、名人故居、革命旧址的保护和旅游基础设施建设满意度较高;对当前红色旅游产品以及服务人员从业务水平和景点解说服务等满意度较低。在此基础上,得出"共和国摇篮"区的发展的优势和劣势条件,针对IPA分析的每个象限提出相应的发展策略:优势区(第Ⅰ象限)继续提升、保持区(第Ⅱ象限)适度调控、改进区(第Ⅲ象限)积极拓展、弱势区(第Ⅳ象限)重点改进。而当务之急,继续努力保持游客满意度较高的要素,第Ⅳ象限满意度较低的要素是今后建设的重点。

In recent years, red tourism has become a hot research issue, tourist satisfaction arouse more interests and focuses. Taking "the Cradle of the Republic of China" Tourist Area as a case study, the paper has drawn a two dimension scatterplot chart of tourism expectation and experience by SPSS20 software with survey data obtained from a great deal of questionnaires on the basis of IPA( Importance-Performance Analysis). The result show that the red tourism for different people still has strong attraction, tourists are satisfied with the protection of historical relics, former residence of celebrities, revolutionary site and tourism infrastructure; However,the red tourism product and the travel service are not. After that,the paper has located 20 factors affecting the tourist satisfaction into 4 quadrant of IPA, analyzing the advantages and disadvantages in Ruijin Tourist Area and finally putting forward the corresponding countermeasure and suggestion for each quadrant, which including good work, priority development, low priority development and development by enhancing. At last, in order to improve the development level of tourism in Ruijin Tourist Area and enhance tourist satisfaction, the management unit need continue working hard to keep well and solve the problems as soon as possible.